This question comes up a lot in my work with regards to food, “So, what matters most to consumers? Organic, natural or local?”…Local has definitely become a nuanced new form of patriotism, a chance to support your neighbors rather than the “man”, a chance to keep your monies close by and invested in your own community.   I  personally have taken to washing my greens a bit extra in order to support the farmer 20 miles from Seattle over the folks at Earthbound farms. I also take note of companies like Chipotle  – large companies that still let me feel local… Chipotle announced that it expects to use more than 10 million pounds of produce from local farms this year, up from its 2010 goal of about 5 million pounds. Chipotle’s local produce will be grown on farms within 350 miles of the restaurants where it will be served. They also recently produced this lovely little ad that’s worth a watch….